After a slow start to this year’s Super Bowl ad season, more brands are releasing either teaser ads or sharing their official Super Bowl LI spot in anticipation of the big game.
Last week, Intel released its official 30-second Super Bowl ad, “Everyday Brady,” starring NFL MVP Tom Brady. Kia released two teaser ads last Thursday and posted a third teaser ad today — all starring actress Melissa McCarthy. Wix also launched its campaign last week with a teaser ad starring actors Jason Statham and Gal Gadot.
Now, Hyundai, Turbo Tax, Lexus, Avocados from Mexico and Mr. Clean have joined the lineup of brands releasing either teaser ads or their official game-day spots.
Here’s a quick rundown of what each of the advertisers are bringing to the game, along with the ads they dropped.
Hyundai
Hyundai has recruited actor and director Peter Berg to shoot a 90-second video, which the brand is billing as a “documentary in real time” that will air during the “post-gun” slot, the first commercial break immediately following the game’s end.
While very little is shared about the content of the of the 90-second video, the two teaser ads released by the brand — one starring Joe Montana and the other Mike Singletary — hint that the subject matter will involve a military salute. Both teasers include the copy, “This year, some of the better moments of the Super Bowl won’t only happen on the field,” followed by an image of 12 soldiers.
“Super Bowl is the biggest day in advertising and following our incredibly successful 2016, we wanted to push the creativity and storytelling even further,” said Hyundai CMO Dean Evans in a release announcing the campaign.
Developed by Hyundai’s agency INNOCEAN Worldwide, this campaign will be the brand’s ninth Super Bowl appearance in the last decade.
TurboTax
TurboTax is also a returning Super Bowl advertiser. Last year the brand recruited actor Anthony Hopkins to appear in its official Super Bowl spot.
This year, the brand reports its campaign will include a three-part ad series with its official 45-second Super Bowl spot to run during the first half of the game.
The brand posted both a 30-second and 45-second version of its “Humpty Fall” Super Bowl LI spot on its YouTube channel yesterday and debuted the 45-second spot during last night’s AFC Championship game.
The ads were created by the Wieden+Kennedy agency in Portland, Oregon and directed by Ivan Zachariáš.
Lexus
Lexus will be using its Super Bowl ad to introduce its newest “flagship” vehicles, the Lexus LC 500 and the LC 500h. The brand has dropped an extended 60-second cut of its official 30-second spot scheduled to air during the second quarter of the game.
“The spot, titled ‘Man & Machine,’ recognizes the parallels between the shapes and movements of the human form and the power and athleticism of Lexus’ most premium models,” claims Lexus in its release announcing the campaign.
Directed by Swedish film and music director Jonas Åkerlund, the ad includes dancer Lil Buck performing to Sia’s “Move Your Body” track, along with a voiceover by actress Minnie Driver.
Avocados from Mexico
Last year, Avocados from Mexico (AFM), showed up to the Super Bowl with 80s heart-throb Scott Baio. This year’s campaign has a new spokesman, former SNL cast member and actor Jon Lovitz, and a new hashtag, #AvoSecrets.
Lovitz is front and center in the “hypnotizing” 30-second teaser ad that dropped this weekend – telling viewers he will see us, “… in the first quarter,” confirming the brand’s official spot will run during the first 15 minutes of the game.
There is no release listed on AFM’s website about the campaign, but the YouTube video points to a page on the brand’s site with the following mobile phone graphic that hints to an appearance by actor Jeremy Piven.
Mr. Clean
Mr. Clean, a Proctor and Gamble brand, has dropped a 10-second teaser ad today, sharing it on the brand’s YouTube channel and the home page of the Mr. Clean site.
While the spot doesn’t offer up much, it’s clear Proctor & Gamble is going in a much different direction from its Olympic “Thank You, Mom” series.
The 10-second clip features a woman tossing her hair about as a questionably predatory-looking Mr. Clean watches her, with the line “This Super Bowl, Mr. Clean gets dirty” splashed across the screen.
Be sure to follow Marketing Land’s Super Bowl LI YouTube playlist, where you can track all of this year’s Super Bowl teaser ads and the official spots as they are released: Official 2017 Super Bowl LI #SB51 Ad Teasers & Commercials.
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